Role Purpose

The purpose of this role is to develop and execute integrated marketing plans that drive demand for Corning Optical Communications products across the Greater China region, with a focus on Taiwan and Hong Kong, while also providing secondary support to the China market in collaboration with the China Marketing Manager through programs designed to achieve the following:

• Create awareness of the Corning brand
• Generate new sales leads by harnessing both the traditional marketing channel and various digital platforms
• Nurture new leads through the Marketing funnel until they become customers

Cross sell / upsell existing customers to higher value-added products

Key Responsibilities

Lead Generation/Management:

• Create and execute the annual APAC integrated marketing plan (IMP) via collaboration with stakeholders in sales, market development and product line management, measuring the plan’s success with defined metrics, and correcting the plan as necessary
• Build the marketing activity plan, defining which digital platforms and physical events (industry trade shows, Corning hosted seminars, co-hosted seminars with industry partners) will be conducted, and establish the execution plan. Manage lead capture activities at trade shows/seminars in Taiwan and Hong Kong
• Assist with secondary marketing support for the China market by coordinating trade shows and seminars with the China Marketing Manager
• Utilize various digital platforms (such as email marketing, webinar and social media) to deliver targeted content to the appropriate audience to move leads through the Marketing funnel from Prospect to Customer

Content Management:

• Identify content gaps and the type of content required to resonate with targeted customer sets based on the specific Marketing program
• Lead project teams to create necessary content

Digital Marketing:

• Determine content to be included on Corning websites in Asia and deploy content to capture new sales leads via the websites
• Adopt search engine optimization (SEO) best practices for Taiwan; analyze metrics on web site visitor trends and create plans to increase web traffic
• Develop content and utilize social media platforms, SEM, and paid digital advertising to effectively target prospective customers and expand campaign reach.

Channel Program Marketing:

• Utilize the Salesforce.com platform and collaborate closely with Application Engineers to ensure all 25-year extended warranty applications are properly reviewed, processed, and followed through in a timely manner.
• Develop and execute marketing programs with channel partners to increase brand visibility, generate leads, and expand market reach
• Work closely with the global team to implement and manage channel partner programs that support business objectives and strengthen partner engagement

Travel Requirements: 20%-30%, including several trips per year within Asia, usually more frequently within the Greater China region.

Experiences/Education - Required

• Bachelor degree in Marketing, Business Analytics or Engineering
• A minimum of 8 years of Marketing experience
• 3 – 5 years of prior Marketing experience developing and executing Integrated Marketing Plans
• 3+ years of prior experience using the web and social media to deliver content and build a rich dialogue with targeted customer sets
• Bilingual in both English and Mandarin
• Having excellent written, verbal, and presentation skills and the ability to effectively present ideas to senior management
• Self-starter: Ability to work independently
• Team player: Ability to work as part of diverse, multinational virtual project teams on several global projects per year
• Ability to learn and adopt new technology platforms required for executing the Integrated Marketing Plans
• Experience in building integrated campaigns executed with a strong understanding of the considerations for industry and audience variances while aiming to achieve the target set for Marketing
• To drive Corning’s success by learning the industry, taking ownership of your campaign planning, execution, optimization, and results reporting
• Ability to grasp market trends and generate creative ideas and relentless curiosity when it comes to the latest marketing trends and strategies